 "Campaign Logic: Breaking down mental barriers")
Brand: eBay
Budget: Rs 10-15 crore
Agency: BBDO India
A new television commercial (TVC) by online marketplace eBay India has a powerful message for a people struggling to break free from stereotypes, and it seems appropriate in today's tense social environment.
Consider these images from the 70-second advertisement - a young man wearing anklets and dancing in the rain on the terrace, a woman in salwar kameez riding a bike, a Muslim woman lighting diyas (clay lamps), a gay man getting down on one knee with a ring in his hand in front of his partner at a park or a frail old woman exercising merrily with a skipping rope. All of these challenge our prejudices around gender roles or communities.
Titled #ThingsDon'tJudge, the eBay campaign is an invitation for shoppers to buy whatever they want - from 10 crore products as the ad points out - online without the fear of being judged.
Shivani Suri, director of marketing at eBay India, says, "The idea behind the campaign was to break certain prejudices which have been deep-rooted in the Indian society. We hoped to encourage our consumers to pursue their passion and dreams without any inhibition. As far as the timing of the TVC is concerned, we believe until last year the e-commerce market was growing but on unhealthy metrics which weren't sustainable. Thanks to certain regulations announced by the government, there is an element of reality in the market, and therefore this is possibly one of the right moments for us to push our brand in front of consumers."
Asked if the ad might create value for eBay only in the minds of urban customers and fail to resonate with audiences in Tier-I and Tier-III markets, she says, "We have conceptualised the ad keeping in mind our consumers in every market. More than the urban consumer, it's the people in Tier-II and Tier-III markets who tend to hold prejudices. This is an effort to motivate them to buy their favourite products and not limit themselves."
Starting late last month, the TVC will be on air for a month in big-ticket movie premieres, comedy and reality TV shows, sports events, news etc. It has also been extended across digital and social platforms.
Hemant Shringy, executive creative director of BBDO India, the advertising agency that conceptualised the campaign, says, "When we found out that eBay has over 10 crore products, we knew it had to speak not just like a category leader, but as a conversation and thought leader. The eBay team really encouraged us and helped us find that voice. The central idea of the ad is that at a time when people are constantly judging and being judged, products have the incredible quality and power of not judging. In fact, they become our allies in finding our own versions of perfect, something that eBay stands for. We hope this idea helps create change."
eBay claims it has an active user base of 5.6 million in India. Despite being an early mover - eBay entered India in 2004 - the global giant lost ground to local players like Flipkart and Snapdeal, which along with Amazon are the three big players in the e-commerce space in the country. According to reports, eBay's revenue grew 23 per cent in FY15, lower than the 33 per cent growth it posted in FY14.
Asked how the company seeks to build mindshare in India, Suri says "eBay is possibly the only pure play marketplace that exists in India since 2004" and that "globally we have been running a profitable business for over 20 years and our extensive listings and variety, thanks to our sellers, have been our strength".
She feels the new TVC throws open the market for the consumer not just on pricing and offers but on larger offerings. "While every player is talking about sales, we have differentiated ourselves through 'conversation leadership'," she adds.
